Outstanding Website

Last year, Nissan, Sony Playstation and Speed Channel debuted an epic reality TV show promoting the Gran Turismo racing video game. For the campaign, Critical Mass created a 360-degree digital experience using iPad 2 and iPhone gyroscope technology. To launch Season 2, we amped up interactivity, making the experience more personal and social by putting fans behind the wheel and into the competition.

Our mission: to connect people personally to GT Academy. That meant 3 things: the cars, the drivers, the victory.

The Cars > Using gyroscopes we built first person experiences that allow fans to step inside a Nissan's 370Z and GT-R.

The Drivers > An automotive first, Pit Pass (GTAcademy.us) is a mobile-first, second screen experience that transforms fans from passive viewers to active participants via time synched, exclusive content to drive deeper engagement. Viewers can turn on the TV show, then use their smartphone or tablet to access companion content while it�s playing on Spike TV. Every episode has unique content to complement the show, from video, interactive maps, polls, tutorials and fun facts, to drive deeper viewer engagement and inspire social media sharing. Twitter and Facebook autopost, and animated snipes drive still deeper content and segment-specific info. And it�s all app-free � no download required.

The Victory > "Victory is Yours" is cinematic piece that exposes the world of GT Academy. It uses an immersive first person perspective to chart the competitor�s progress through the competition, around the track at Silverstone and up the podium.

Contributors:

Creative Directors:	Steve Savic / Michael McGrath-Sing
Art Directors:	Steve Buckingham / Darren Wood
Copywriter:	John Hamilton
Planning Director:	Chrissie Graboski
Sr. Planner:	Steven Habbi
Video + Motion:	Joey Camacho / Philippe Clairo
Producer:	Gene Ho
Tech Lead:	James Guerin
Developers:	Tamara Gauld/Scott Luedtke/Chris Pond
Client Services:	Lindsay Carter/Nicole Stark

CRITICAL MASS

Website: www.criticalmass.com

Location: US

About the Agency:

Critical Mass is a team of 1500 inspired folks based in 12 offices around the world. We provide full-service digital capabilities for the greatest brands on Earth, but our secret sauce is our uncompromising design standards, our relentless focus on customers, and an ability to put powerful new technologies to work for our clients. We’re sought by brands who strive for connected digital ecosystems, and we help them get there by gaining deep insight into their consumer and orchestrating data, AI, design, media, and tech stacks around human stories. We’re a global agency founded in Canada, but digital is our home. If you know us, then you know we’re a special, quirky place that attracts big talent and tiny egos. (We actually give out a “so F-n nice” award—lots of them). But just because we’re friendly doesn’t mean we’re not a force to be reckoned with. We’re driven. Relentless. We live our values and hold ourselves to uncompromising design standards (which is probably why our clients stick with us for 7 years, on average). We’re also proud to be part of Omnicom, one of the largest holding companies for global advertising, marketing, digital, and communications services firms (serving more than 5,000 clients in over 100 countries). We’re Critical Mass, but our friends call us CM. Please call us CM!